Case Study

Marketing Director APAC — International Fashion Brand

Results at a Glance

  • Exclusive role

Focus Areas

  • Marketing Director


This internationally recognized fashion design house operates more than 175 retail stores across the globe. The company provides accessible luxury fashion for consumers from New York, to Sao Paulo, to Shanghai.

In 2014, their Japan headquarters was looking for a new Marketing Director. This high-profile role required an individual capable of leading the marketing department for their entire Japanese operations, as well as contributing to the company’s top leadership team.

Timing was crucial when considering the candidates for this role, as the business was in a high activity phase while opening a flagship store. This meant that the company required a very experienced and mature Marketing Director who could drive these developments and lead a 14-strong existing marketing team.

Aston Carter’s existing relationship with the company meant they were well positioned to respond to the requirement, having developed a strong understanding of their culture and preferred candidate profile during the successful placement of four previous executive roles.


Aston Carter and the company decided on an exclusive search methodology, and Aston Carter began its search by investigating leading marketing executives at competitor firms within the retail fashion space. A qualified research team was engaged to identify top candidates, who were then short listed and invited for face-to-face interviews.

A discussion of the initial results determined that the candidate pool in the fashion market was insufficient, as they were unable to identify someone with the depth of marketing experience, business acumen and leadership ability required. Aston Carter cast the net wider and expanded the search to potential applicants from the wider fast-moving consumer goods (FMCG) sector, successfully identifying a top candidate from the food and beverage industry.

Once this individual was identified, the candidate underwent a robust interview process, meeting with the company’s decision makers to ensure the appointment was correct for both parties. Crucial to this successful search was the constant two-way communications maintained by Aston Carter and the company.

After each candidate meeting, Aston Carter would debrief and discuss its progress with the company decision makers providing consultative advice throughout. As experts in its field Aston Carter offered the company insights and context on the local employment market enabling the company to accurately manage their expectations during the search process.


By understanding the candidate’s skills, career goals and interests and matching these to the detailed requirements of the company, Aston Carter ensured that both parties were satisfied with the hiring decision.

The company welcomed their new Marketing Director in October 2014 and since then the appointed candidate has had a big impact on the organization. This successful placement has confirmed the strength of the relationship between the two businesses, prompting the company to work exclusively with Aston Carter on all future executive level positions.